"This new
brand identity is a key component to the overall Greater Portland
organizational strategy," said Greg Ness, president and CEO of The Standard and
Greater Portland board marketing liaison. "We want the Portland-Vancouver area
to become a real player in the international market and this new brand is the first
step toward building that credibility. Our board considered the effort and
committed $40,000 to implement the new brand and develop key tools to help the
market and region."

Communications
professionals from around the Portland-Vancouver area collaborated over the
last 18 months to create a new name, logo and positioning statements. This group
included advertising agency and public relations professionals, graphic and web
designers and social media experts. The new name and look was created from the foundation
of core positioning statements of what Greater Portland wanted to convey to the
business market. The positioning statements are as follows:

Intelligent confidence—the ethos
of the Portland-Vancouver region can be traced to a resonating and historic
spirit of pioneering commitment—the willingness to travel great distance
and endure hardship to create something new and different. For more than
200 years the region has built a sustainable legacy of learning from the
past, capturing the present and envisioning the future. The confidence for
the 21st century comes from pioneering experience and a deep innovative
intelligence.

Assertive—the Portland-Vancouver
region is made up of communities that do not just live and consume but
also advocate, change and evolve. We assert a set of principles to ensure
a future that is sustainable economically, culturally and environmentally.

Progressive: the capacity to
lead a new direction—our values of authenticity, independence and
innovation inform our sense of place that is unique and desired in the
world.

"From a design perspective, the new logo
represents our region's natural icons such as mountains, trees, water and the
sky," said Jerry Ketel, founder/creative director of Leopold Ketel &
Partners and one of the lead designers on this new brand identity. "These
symbolize a confluence that energizes where we live, why we love it here and
drives our want to make a difference."

As one of its first initiatives to bring new
economic development to the Portland-Vancouver region, Greater Portland has
invited CEOs from around the world to attend a "Fly In" this fall. This
weekend-long event will demonstrate to these international business leaders
what the region has to offer as well as provide a venue for discussions about
the status and future of their companies and industries. Greater Portland
anticipates approximately 25 CEOs will attend.

"This 'Fly In' will give these leaders an
opportunity to experience the Portland-Vancouver region in a meaningful way,"
said Susan Bladholm, vice president of marketing communication for Greater
Portland. "Our region has a lot to offer and we want to ensure the
international market is aware that this is a great place to do business."

Greater
Portland Inc is a private-public economic development initiative focused on
increasing the vitality of the Portland-Vancouver metropolitan area. The
organization pursues business growth through recruitment and retention programs
implemented collaboratively with private and public resources. Greater Portland
was founded on three main components: incisive, targeted research; dynamic
marketing initiatives; and outreach.